Challenge

Kumar’s is a high-end Asian brand who sell traditional curries, bumbu seasoning, wok sauces, and spice mixes from every corner of Asia. The products have no artificial fragrances, colours, or flavours, and are prepared using just spices—just as they are in Asian street stalls and markets. Our challenge was to highlight these aspects and make the brand stand out on shelves packed with seemingly similar brands of a lower quality.

Sister Insight

Suresh Kumar is the founding father of Kumar’s. He inherited authentic recipes from his grandmother while living in Malaysia. We introduced 'Journey through Asia with Kumar’s’ to unveil his family heritage.

idea

We created a visual identity and a campaign for the brand introduction. A crisp, clean graphical style served to underscore Kumar’s commitment to pure ingredients. It also helped give the brand’s strong traditions a modern edge. To reinforce the travel aspect, Kumar’s partnered with a tour operator and gave away trips through Asia.